OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 10. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-09-01 to 2025-09-01.)

Article	Citations
Does greenwashing hinder employees’ brand citizenship behavior?	115
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	109
All about Social Coupons! Evolution, Review and Research Directions	54
Social media marketing, shoppers' store love and loyalty	46
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	45
Predicting households’ attitudes and product adoption intentions	43
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	41
SDG reporting: an analysis of corporate sustainability leaders	40
Business ties and effectuation for radical innovation in small firms: the moderating role of competitive aggressiveness	38
From pandemic to Prada: examining online luxury-brand self-narratives	35
Brand value co-creation and transaction costs in private label relationships	34
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	34
A green step forward: the role of green marketing in nurturing green customer loyalty	33
Optimizing marketing strategy: a video analysis approach	32
Permission marketing: a systematic review of 22 Years of research	31
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	31
Role of product advantage in shaping product outcome: a hybrid review	30
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	29
Comments and responses' combination: tourist destination's moderating effect	29
Alleviating the interaction distrust of AI services: the moderating effect of sustainable development orientation	27
Managing channel conflicts: how do expert power and reward power contribute?	27
Consumer reactions to attacks against cherished brands	26
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	26
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	24
Uncorking opportunities: a bibliometric review of wine marketing literature	23

The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	23
Consumer discrimination in service recovery situations	23
Gifting a warm-glow effect: how identity influences charitable gifting	22
Are social media marketing activities reaping benefits for brands? The moderating role of education	21
Cultural differences in deliberate counterfeit purchase behavior	21
Retraction notice: Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics	21
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	21
Consumer fear and healthy eating during COVID-19 pandemic	20
Measuring environmental performance in business to business relationships: a bibliometric review	20
Meta-analysis of augmented reality marketing	20
The role of product scarcity on display incompleteness	20
Rise and fall of interactions with brand communities	20
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	18
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	18
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	17
Effect of consumption values on consumer behavior: a Meta-analysis	17
Mergers and acquisitions success: examining customer loyalty	17
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	16
What drives liking different brand-related social media content?	15
Enhancing relationship strategies with the live stream influencers	15
Channel integration in grocery retailers via mobile applications	15
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	15
Modelling the traits of consumer resilience: implications to emerging markets	14
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	14
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	14
Building followers’ loyalty in social commerce: influencers’ perspectives and theoretical insights from social presence and media richness theory	14
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	13
Salesforce output control and customer-oriented selling behaviours	13
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	13
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	13
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	12
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	12
Did you find this review helpful?	12
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	12
Marketing affordance of social media for product innovation: the role of organizational structures	11
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	11
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	10
Service leniency: a dual logics perspective	10
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	10
A roadmap of retargeting campaigns for SMEs: a case study	10
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	10
Minimizing the negative impact of brand deletion	10
Green pride in sustainable versus premium brand decisions	10
Service presentness in enhancing services interaction flow	10
Enhancing effectiveness of public service advertisements: the role of mortality salience and negative message framing	10
Should SMEs diversify their global destinations? The role of market insights and digital transformation	10
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	10
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	10
How the time of day impacts social media advertising outcomes on consumers	10
Dealing with demarketing of branded products on social media platforms	10

Is green the new gold? Green branding and its state-of-the-art	10
The effects of salesperson involvement on training design: identifying necessary conditions for exceeding sales quota	10